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Third edition of the World Influencers and Bloggers Awards

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Coco Rocha, Foodgod and Ellen von Unwerth attend the World Influencers and Bloggers Awards 2021 | Photo: Daniele Venturelli/Getty Images
Coco Rocha, Foodgod and Ellen von Unwerth attend the World Influencers and Bloggers Awards 2021 | Photo: Daniele Venturelli/Getty Images

Despite the COVID-19 situation and travel restrictions, the WIBA 2021 gathered the most prominent personalities from the Influencer world together at a much-awaited offline event in Cannes, hosted by Greta Sapkaite.

The titleholders of WIBA 2021 were “digital” supermodel Coco Rocha, iconic photographer Ellen von Unwerth, and the most influential food personality, Foodgod. Sadaf Beauty, Victoria Bonya, Nataliia Gotsii, Akash Mehta, Luanna, Kat Graham, Elisabetta Gregoraci, Philippe Uter, Lara Leito, and Malcolm the Akita were also among those awarded prizes.

“During this challenging year, influencers, more than ever before, have proven their value in society. They have provided useful advice and tangible initiatives, and many of them now play a crucial role in their countries.” – says Maria Grazhina Chaplin, CEO of the WIBA.

The World Influencers and Bloggers Awards was established in 2019 by the World Influencers and Bloggers Association, representing a community of bloggers and influencers with over 200 million followers on social media (Instagram, Twitter, Facebook, TikTok, Youtube). WIBA is the first and only event of this kind that unites and celebrates top social media talents, as well as opinion leaders from different industries and continents.

In recent years, Influencer Marketing became a big game with social media users spending a significant amount of time consuming content. According to a May 2020 GlobalWebIndex survey, 96% of US and UK consumers who followed influencers were engaging with them more, or to the same extent, compared to before the coronavirus outbreak.

It’s no wonder that brands have been eager to tap into that high level engagement: Spending on influencer marketing in the U.S. will surge past the $3 billion mark in 2021, according to the latest projections from research firm eMarketer.

To find out more about the World Bloggers Awards, visit their official site here.

EuroNewsweek is a dynamic news platform featuring lifestyle, sustainability, successful stories, tech, leadership, creative marketing, business, and the unstoppable people behind them.

Marketing

Volkswagen debuts TikTok account to reach Generation Z

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TIKTOK page of Volksvagen
UGC: Volkswagen is also using employees as creators for its new TikTok account | Photo: Marcio Delgado

Volkswagen’s transformation into a tech company will be accompanied by a TikTok channel called “newauto”. Named after the Group’s strategy, the account’s aim is to explain the historic transformation towards the mobility world through creative and entertaining videos. Decarbonization and circular economy will also be a recurring topic.

“We are experiencing the biggest transformation in the history of the car. That means new business areas and disruption. To promote trust in New Auto, we also want to reach the digital, environmentally-conscious Generation Z. Instead of saying: strategy is too complex for a platform like TikTok, we are simply going ahead and trying it out” – says Michael Manske, Head of CEO & Digital Communications at the Volkswagen Group.

To keep it authentic, Volkswagen’s videos are focusing on employees as TikTok creators. More than one billion people worldwide use the app launched in 2016. Traditional, work-related content is reimagined on TikTok and presented with an entertaining and humorous touch. And this is well received: 40% of TikTok users would like to see videos shot “behind the scenes” of a company (TikTok Marketing Science French Trends Study 2021 conducted by ifopBase: TikTok users who agree that TikTok is a good place for brands to discuss employment trends).

Volkswagen debut on Tik Tok is way overdue as Bentley, Lexus and BMW, amongst other automotive manufactures, have already discovered TikTok’s reach and how car fans consume the platform: 77% (globally) said in a study of car-enthusiast users (GlobalWebIndex, Q3 2020), that they were interested in technology (Germany: 61.3%). 51.9% of respondents said they cared about environmental issues (Germany: 42.9%).

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Business

Write Better Copy: the money-maker in business

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Typing on a laptop
Every single word you write should have a clear purpose for your business

Here’s how a lot of people feel when they know they have to sit down and write copy:

Snow White running from danger

Snow White is terrified of writing copy

But, when done well…this is what copy can do for you…

Snow White clapping

Snow White used good copy and became rich

Think different.

Open happiness.

Because you’re worth it.

Melts in your mouth, not in your hand.

Just do it.

Just words? I don’t think so.

These slogans are glorious pieces of golden copy. And they have made a lot of people incredibly wealthy.

The biggest money-maker in business is better copy

Think about your business. Think about the time, the sweat, the tears, the work, the missed moments with your partner, your kids, your dog…so that you can build something that sustains your life.

…and then ask yourself if you’ve ever thought any of these thoughts:

My copy sounds like a term paper 

I have blank page syndrome

I’m struggling to find my authentic voice without sounding too corporate

Writing my own copy takes up SO MUCH TIME

It’s so articulate in my head but seems impossible to put into words

I don’t know what the power words are

I have no idea if the copy I write is remotely along the right lines

Yeeeeeeaaaah, I hear you. And I also know WHY you feel that way. You’re missing a key ingredient in your copywriting process. When you have it – the copy writes itself.

What is this key ingredient?

It’s the conversion process.

It’s the journey that moves people to say YES. Using data.

What does that mean? It means that the copy you write is based on science, not a stab in the dark. It’s based on research, not on a whim. It’s based on heatmaps and analytics and best practices, not on a feeling. And that means conversion. And that means more £££s for your business.

3 Steps to Writing Better Copy

Now, obviously, it’s more complicated than this. It’s not just one, two, three, and, BAM! you’re done. Each step requires time, effort, brainpower, and total commitment. That’s why conversion copywriters charge the big bucks. Because they’re not sitting at their desks, meditating, with candles lit, waiting for inspo to hit them.

They are doing research. They are mining for data. They. Are. SCIENCING.

That’s what conversion copywriters are. They’re mini-scientists. Looking at human behaviour. Establishing purchasing trends. Figuring out why people make the buying the choices that they make. So that they can write better copy. And make you oodles more money.

When they have the data they need about an ideal client, they can make magic.

Here’s what you need to do if you want to make like a conversion copywriter and write better copy.

1. Research & Discovery

Analysis. Competitor research. Voice of customer data. Surveys. Heat maps. Click trackers. Your conversion copywriter is gathering intelligence. Like an investigator. Like a PI. You’re Steve Arnott-ing your way through every piece of evidence you can find. And there’s a very important reason for this:

You connect with your audience. Show them that you get them. You share their doubts, frustrations, desires and dreams.  You deepen that connection with them because they can see that you get them. You develop trust, the key ingredient to a sales success story.

2. Writing

Once you have all the juiciness that your research has unearthed, it’s time to start writing. This requires time. It requires that you sift through everything you’ve found and identify the patterns, the recurring messages, the power words people have used, the pain points, desires, beliefs, objections, objectives, dreams, needs, fears, and regrets of your customer or prospect.

As the patterns emerge, the most prevalent information becomes apparent, and you start to create a hierarchy of messaging. You don’t deviate from this. This is your copy bible. This is what you will use to craft a message that shows the reader that you see them, you understand them, and you can help them. This is where the conversion takes place. You’re moving people from point A to point B(uyer).

3. Optimising

Copy is never really finished. It’s a living, growing beast of wonder that is pretty insatiable and is always looking to be improved. Once your copy is written, are you monitoring its performance? Are you A/B testing? Are you tracking the analytics?

Every piece of copy you write (or your copywriter writes) needs to be optimised. You have to see what is resonating and what isn’t. What is converting and what isn’t. What is working and what isn’t. That’s when you can make changes, tweaks, edits, and informed choices about the copy that’s on your website, landing page, emails, and sales pages. It’s the final piece of the copy puzzle – and every conversion copywriter worth their salt should be insisting on it. Because that’s how you write better copy.

From Fear to FABULOUS

Conversion copywriting is a no-brainer: through a very carefully tailored approach, you educate and inspire your audience. You empower them to take steps to choose themselves and change their lives. Conversion is the next logical step for them.

The purpose of conversion copywriting is to move your prospect to say ‘Yes.’ We do this through data-driven storytelling, formulas, and proven persuasion techniques.

It’s not just random writing, hoping something will land. It’s a strategy that makes money.

Every single word you write has a purpose. Every single sentence engages the reader, making them think ‘Is this person inside my head?’ and creates magic.

But it’s NOT magic. It’s a specific blend of impactful storytelling, and data.

It’s filled with high tension, drama, climax, and the final resolution, the ingredients of every good story. And your fairytale ending? Get your mission, message, and product or service out into the world. And raking in them dollah billz.

Snow White high fives her mates

Snow White high fives her fans because she used conversion copy

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Marketing

MediaCom appointed as global media agency for Klarna

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Two female friends shopping online from home
UK mobile mania: 7 in 10 customers shop more often on their mobile devices than before the pandemic | Photo: George Milton

Buy-now, pay-later app Klarna has appointed MediaCom as its global retained media agency of record. The contract began 1st February and MediaCom now executes media buying and planning for the Swedish fintech company’s key markets, including the UK, Spain, Italy, and France.

The agency’s remit excludes North America, where Havas Media Group won the retained account of the retail payments and shopping service last December.

“With this future-facing digital brand undergoing such fast expansion, I have no doubt our expertise and experience across the network will help them see the bigger picture to drive transformation and further growth.” –

Says James Marples, Global Account Director at MediaCom.

The new appointment comes weeks after Klarna released its 2021 mobile shopping report in which the company surveyed more than 13,000 consumers across 13 countries. The study highlights the unprecedented mobile shopping surges in the UK, where strict lockdown policies were in place, 7 in 10 (67%) now shop via their mobile devices more often compared to two years ago – more than in any other country in Europe, especially those that implemented less restrictive measures such as Sweden (54%).

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